SapientNitro won the business after a competitive pitch handled directly by Nikon. There was no intermediary involved in the process.
The agency will work across creative, digital and social channels.
Jung von Matt, the Hamburg-based shop, became Nikon’s retained creative agency in Europe in 2009, when the account was worth €50 million.
In 2010, the shop created the "I am" campaign, which showed different people expressing their personality with a Nikon camera.
In the same year, Nikon sponsored Hollyoaks, the Channel 4 soap, and hired the singer Robbie Williams to front a campaign for its Coolpix digital camera.
MediaCom handles media planning and buying for Nikon, while McCann New York oversees the creative account in the US.
Nikon did not respond to ±±¾©Èü³µpk10’s request for comment. SapientNitro declined to comment.
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